Handle Objections: 'Too Expensive' and Other Classics

About half of lost deals get blamed on “budget”… but here’s the twist: in most of those calls, the prospect was ready to buy something. In one scenario, they say “too expensive” and ghost you. In another, they say the same words—and you end up co-designing a yes.

“Too expensive” is the line everyone hears, but almost nobody actually unpacks. Gong found that when reps hit a price objection and keep digging with four or more follow-up questions, close rates jump by 22%. Most reps do the opposite: they freeze, rush to discount, or retreat into a generic pitch. That turns a live deal into a quiet “no” with a polite excuse attached.

In this episode, we’re going to treat objections as useful data, not verdicts. Instead of arm‑wrestling over numbers, you’ll learn to slow the moment down and investigate what “expensive” really means for this specific buyer: a mismatched priority, a hidden approval process, a fear of being blamed if it flops.